BP casts into growing fishing market with multi million dollar sponsorship in FLW outdoors
Release date:
20 July 2006
BP Enters Premier Tournament-fishing Organization as Official Fuel of FLW Outdoors
BP announced today it has become a sponsor of FLW Outdoors, one of the most popular tournament fishing organizations in the world.BP’s new partnership with FLW Outdoors taps into the $108 billion fishing industry while growing BP’s relationship with the nation’s 55 million anglers and their families. The FLW Outdoors sponsorship supports BP’s marketing strategy to expand into new consumer groups while strengthening its brand presence. About 80 percent of FLW Outdoors tournaments are held in markets where BP jobbers operate -- providing BP jobbers the opportunity to bring a national sponsorship to their locality.
“This new sponsorship is a natural fit for BP, since the 55 million anglers and their families represent one of the largest and most loyal consumer groups in the US,” said John Melo, president of BP’s US fuels operations. “This powerful group makes more gasoline purchases than any other outdoor consumer group. This group, on average, spends more than $600 in fuel for their boats and cars per person, per month.”
The FLW Outdoors sponsorship, which follows a recent announcement of a multi-million dollar integrated Amoco fuels marketing campaign, adds to BP’s already aggressive marketing approach. The financial details of the multi-million dollar, multi-year sponsorship deal are not being disclosed.
While the Amoco fuels campaign focuses on consumers and key influencers in the auto industry, the FLW Outdoors sponsorship extends beyond automotive fuel purchasers. FLW Outdoors participants, families and fishing enthusiasts purchase fuel for their trucks, cars and boats, and are also frequent consumers at convenience stores. The sponsorship expands BP’s market reach into this large population of loyal consumers who have a significant amount of purchasing power in BP’s footprint of retail outlets.
From 2006 through 2009, BP will sponsor all 12 of the FLW Outdoors tournament trails, including title sponsorship of the revamped 2007 Wal-Mart FLW Series. In addition, BP will be the title sponsor of the new $1 million Wal-Mart FLW Striper Series. They also hold presenting sponsor rights of both the $300,000 Wal-Mart FLW Redfish Series Championship and the $500,000 Wal-Mart FLW Kingfish Tour Championship.
While the Amoco fuels campaign focuses on consumers and key influencers in the auto industry, the FLW Outdoors sponsorship extends beyond automotive fuel purchasers. FLW Outdoors participants, families and fishing enthusiasts purchase fuel for their trucks, cars and boats, and are also frequent consumers at convenience stores. The sponsorship expands BP’s market reach into this large population of loyal consumers who have a significant amount of purchasing power in BP’s footprint of retail outlets.
From 2006 through 2009, BP will sponsor all 12 of the FLW Outdoors tournament trails, including title sponsorship of the revamped 2007 Wal-Mart FLW Series. In addition, BP will be the title sponsor of the new $1 million Wal-Mart FLW Striper Series. They also hold presenting sponsor rights of both the $300,000 Wal-Mart FLW Redfish Series Championship and the $500,000 Wal-Mart FLW Kingfish Tour Championship.
“Based on the success of Castrol’s sponsorship program, we’re very proud to announce that their parent company, BP, has agreed to a significant, historical, multiyear alliance of their own,” said Irwin L. Jacobs, chairman of FLW Outdoors.
As a FLW Outdoors sponsor, BP will be featured in a variety of media formats, including the Emmy-nominated “FLW Outdoors” TV program on FSN. FLW Outdoors reaches 81 million US homes on Fox Sports Net. In addition to the national coverage, FLW Outdoors is broadcast globally, reaching over 350 million households worldwide. BP will also benefit from prominent advertisements in FLW Outdoors Magazine and at FLWOutdoors.com. For example, BP will serve as a presenting sponsor of www.flwoutdoors.com’s popular FLW Live application, where fishing fans can view live weigh-ins from anywhere in the world.
As a FLW Outdoors sponsor, BP will be featured in a variety of media formats, including the Emmy-nominated “FLW Outdoors” TV program on FSN. FLW Outdoors reaches 81 million US homes on Fox Sports Net. In addition to the national coverage, FLW Outdoors is broadcast globally, reaching over 350 million households worldwide. BP will also benefit from prominent advertisements in FLW Outdoors Magazine and at FLWOutdoors.com. For example, BP will serve as a presenting sponsor of www.flwoutdoors.com’s popular FLW Live application, where fishing fans can view live weigh-ins from anywhere in the world.
Other BP marketing opportunities will include sponsor-specific product displays and participation in the Family Fun Zone, signage at tournaments, angler-award programs and other promotional and public-relations materials. FLW Outdoors and BP will also engage in several cross-promotional activities throughout BP’s retail stations in the United States.
BP will also field a team of professional anglers, who will compete in FLW Outdoors-administered events across all five tournament species, including bass, walleye, kingfish, redfish and striped bass. Team BP will be made up of some of America’s most successful and gifted competitors in their respective circuits and will compete in BP-customized boats.
“We are grateful that a company as reputable as BP has tapped into both the growing sport of fishing and FLW Outdoors. Over the years, the angling community has shown tremendous loyalty to our sponsors’ products, and I’m personally confident that we’ll assist BP’s marketing success. The new BP Eastern Division, in particular, will present an effective marketing platform in reaching the top bass fishermen in the world,” Jacobs added.
BP markets more than 15 billion gallons of gasoline every year to U.S. consumers through 13,000 retail outlets and supplies more than four billion gallons of fuel annually to fleets, industrial users, auto and truck manufacturers, railroads and utilities. BP is the single, global brand formed by the combination of the former British Petroleum, Amoco Corporation, Atlantic Richfield (ARCO) and Burmah Castrol. BP is a global producer, manufacturer and marketer of oil, gas, chemicals and renewable energy sources.
BP will also field a team of professional anglers, who will compete in FLW Outdoors-administered events across all five tournament species, including bass, walleye, kingfish, redfish and striped bass. Team BP will be made up of some of America’s most successful and gifted competitors in their respective circuits and will compete in BP-customized boats.
“We are grateful that a company as reputable as BP has tapped into both the growing sport of fishing and FLW Outdoors. Over the years, the angling community has shown tremendous loyalty to our sponsors’ products, and I’m personally confident that we’ll assist BP’s marketing success. The new BP Eastern Division, in particular, will present an effective marketing platform in reaching the top bass fishermen in the world,” Jacobs added.
BP markets more than 15 billion gallons of gasoline every year to U.S. consumers through 13,000 retail outlets and supplies more than four billion gallons of fuel annually to fleets, industrial users, auto and truck manufacturers, railroads and utilities. BP is the single, global brand formed by the combination of the former British Petroleum, Amoco Corporation, Atlantic Richfield (ARCO) and Burmah Castrol. BP is a global producer, manufacturer and marketer of oil, gas, chemicals and renewable energy sources.
Further enquiries:
Scott Dean, BP America Inc., office: (630) 821-3212Trisha Blake, FLW Outdoors, office: (612) 337-1899
Mitch Delaplane, Golin Harris, office: (773) 991-6509
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